a b s t r a c t
An increase in mobile and online activity over recent years has been encouraging
consumers to shop brands not only instore and online, but now through mobile
devices. For many years retailers have operated in a multichannel way, therefore the
importance of this study is to investigate the developments within retail, such as
omnichannel retailing.
The significance of this study begins to investigate the relatively new concept of
omnichannel retailing, and how retailers are using this strategy within their business.
It will explore not only the implications it has for the retail industry, but how the
emerging consumer is evolving around this shopping behaviour.
The intention of this study is to provide an original insight into the progress of
omnichannel retailing and consumer habits, through a series of semi structured
interviews, a focus group and secondary research. Three in-in-depth interviews with
industry professionals led the research to unexpected outcomes, through their industry
gained knowledge and valuable opinions. Also, a Deloitte consumer report created a
foundation for the questions asked in the focus group.
Research has shown that although consumer spending power now looks positive,
consumers have restricted time to shop. Therefore, retail needs to be seamless
across all shopping channels. Influenced by these findings, this study investigates the
strategies that retailers are implementing to create a seamless shopping experience,
through omnichannel retailing. Conversely, considering the impact that it is having on
bricks and mortar.
As omnichannel is powered through mobile devices it was key to study the emerging
consumer and their shopping behaviours around omnichannel retailing. Specifically
observing both the younger and older generations and how they are shopping brands.
The dissertation also identifies alternative ways of using omnichannel, such as entering
new markets and using it in a reverse method.
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